Every creative endeavor, from writing a book to designing a brand to launching a company, follows what’s known as an Uncertainty Curve. The beginning of a project is defined by maximum freedom, very little constraint, and high levels of uncertainty. Everything is possible; options, paths, ideas, variations, and directions are all on the table. At the same time, nobody knows exactly what the final output or outcome will be. And, at times, even whether it will be. Which is exactly the way it should be.